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How to get your brand cited by LLMs?
PLUS: The new rules of marketing for entrepreneurs
Zihan Lyu
August 30, 2025
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 | Sponsored by ADVANCE 2025 by Smartly |
Hi there!
Highlights from today's newsletter:
🏈 How Celsius is building on brand campaign success with college football
🔍 Why brands must prioritize answer engine optimization now
✨ Experiences over products, the Gen Z way
EDITOR’S PICK
#EVENT PREVIEW
As Shoptalk Fall 2025 approaches, one session is already commanding the spotlight: Gary Vaynerchuk’s closing keynote, “The Alchemy of Relevance: Day Trading Attention.” Few figures have been as consistent - and controversial - in declaring that attention is the only currency that matters in marketing. At a time when ad budgets are under pressure, and generative AI has flooded every channel with content, Gary’s mantra of “day trading attention” feels less like theory and more like survival strategy.
Vaynerchuk has spent two decades spotting underpriced attention before anyone else, from Facebook and YouTube to TikTok and LinkedIn. His Shoptalk keynote promises to tie that playbook to today’s fractured, AI-saturated media landscape and to answer the pressing question on every retailer’s mind: how do you keep relevance when consumer focus shifts daily?
ClickZ will be on the ground at Shoptalk to cover the keynote live, and we may even get the chance to put your questions directly to Gary himself! Stay tuned for our coverage and post-event analysis as we unpack how retailers can turn his principles into actionable strategies for 2025 and beyond.
WHAT WE ARE READING
 | Celsius has expanded its Live. Fit. Go campaign by deepening NIL partnerships with college football athletes, aiming to strengthen its appeal to Gen Z and balance its male-female consumer base. This approach leverages cross-channel integrations—including NFL advertising and influencer collaborations—to address evolving consumer demands for functional, zero-sugar beverages. |
 | Answer engine optimization (AEO) is becoming critical as AI-driven search tools increasingly define brand visibility online. Marketers must adjust from traditional SEO to AEO to ensure their brands are correctly associated with category queries, influencing how AI platforms present company information to consumers. Immediate adoption is necessary to remain competitive as regulatory frameworks and AI usage in digital spaces continue to evolve. |
 | Advertisers' reliance on a single streaming platform ignores audience fragmentation across multiple services, while exclusive focus on live sports or news overlooks the consistent viewership of other genres. To ensure comprehensive reach and brand resonance, cross-platform planning and diverse content investment are now essential adaptations to recent market realities. |
WHAT WE ARE LISTENING TO
🎙 GARYVEE
Gary Vaynerchuk pushes back on the idea that some generations are simply luckier than others. Each era, he argues, brings its own mix of challenges and openings. What matters is how quickly entrepreneurs adapt and where they place their attention.
He points to the power of building brand presence year-round, even for businesses tied to a single season, and the value of turning personal passions into revenue streams despite volatility. Just as crucial is resilience: the ability to keep momentum through market shifts, difficult workplaces, or personal setbacks.
For Vaynerchuk, growth comes from staying alert to cultural and regulatory shifts and being willing to pivot without clinging to old playbooks.
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